Unlocking the Secrets to a Successful Career in Public Relations

Chapter 1: The Importance of Personal Engagement in PR

When it comes to media relations, relying solely on a PR agency isn't the best strategy. You possess the expertise in your company's messaging, and maintaining direct connections with journalists can lead to more fruitful outcomes.

Have you ever watched the show Flack and considered a real-life career in PR? What does it take to excel in this field? What various forms of Public Relations exist? Is a college degree in PR necessary? In this interview series titled "5 Essentials for a Flourishing Career in Public Relations," we delve into the experiences of successful publicists and PR professionals who share their stories and insights.

In this installment, I had the pleasure of interviewing Kelly Soderlund, the Senior Director of Communications at TripActions. Kelly leads communications at TripActions, an innovative platform revolutionizing travel, corporate cards, and expense management. With a degree from SF State's journalism program, she has spent over a decade in-house at groundbreaking travel tech firms like Hipmunk and TripIt. An expert in funding news and data storytelling, she collaborates with leading journalists across finance, fintech, and travel sectors.

Thank you for joining us today, Kelly! Can you share the journey that led you to this career?

I had always aspired to be a long-form journalist, never anticipating that I would end up in PR. While searching for another internship for school, I came across an ad for a data journalist at a travel startup I had recently seen in the news. Unlike many journalism internships that were unpaid, this opportunity excited me because it offered compensation, so I applied for a data storytelling internship at Hipmunk. During the interview, I was asked to analyze a dataset and craft a narrative from it. To make a long story short, I landed the job, which turned into a full-time position after graduation.

Chapter 2: Navigating Challenges in a Fast-Paced Environment

What’s the most memorable experience you’ve had since joining TripActions?

On my very first day, during an onboarding session, I received a call from my CMO about an upcoming funding announcement. This coincided with the onset of the winter COVID wave when the narrative suggested that "business travel is dead." Even my PR agency doubted we could secure coverage.

I turned this challenge into an opportunity by highlighting why a business travel company would attract significant funding during such a downturn. The result? Excellent media coverage that set the tone for an exciting year filled with major funding rounds, acquisitions, and new product launches.

Section 2.1: Learning from Mistakes

Can you recall a funny mistake from your early days? What did you learn from it?

While I wouldn't label it a mistake, when I first began writing data stories, my Excel skills were lacking. I calculated everything using a calculator and legal pad. When I showed my manager a draft along with my calculations, her reaction was priceless: “Oh, my.” She promptly offered to teach me Excel the following week.

Section 2.2: Exciting Projects on the Horizon

What current projects are you excited about?

I thrive in dynamic environments, and I believe that product development should be collaborative. Most of the companies I've worked with welcomed my unconventional ideas. At TripActions, we’re redefining business travel and expense management, tackling two notoriously challenging employee experiences. The innovation here is remarkable, and I feel privileged to contribute to such a talented team, especially as we adapt to post-pandemic demands.

Chapter 3: Essential Traits for Success

As a successful leader, what character traits have contributed to your achievements?

I'm very Type-A, having been a straight-A student and a former competitive athlete. This personality trait can be both beneficial and challenging. Attention to detail, including grammar and consistency, is crucial.

Additionally, I possess a strong sense of curiosity. The wealth of data I have access to offers incredible insights into human behavior, making every day feel like a sociology experiment. I can track trends in travel confidence and destination popularity, providing fascinating revelations.

Lastly, I am deeply passionate about my work and my colleagues. I believe business is personal, and being surrounded by talented, dedicated individuals at TripActions, who share a vision of disrupting traditional industries, is incredibly rewarding.

Section 3.1: Understanding the Landscape of PR

Can you elaborate on the various forms of PR?

Certainly! Public relations encompasses numerous specialties, including Global Communications, Corporate Communications, Go-to-Market Communications, Internal Communications, Crisis Communications, Investor Relations, Analyst Relations, Public Policy, Media Relations, and both Consumer and B2B Communications. Additionally, individuals can specialize in sectors like travel, tech, fintech, and business.

Chapter 4: Building a Foundation for a PR Career

For those considering a career in PR, where should they begin their education?

I advocate for aspiring PR professionals to pursue a degree in journalism. It equips them with a better understanding of the industry and how journalists think, which is essential for positioning themselves as valuable contacts.

Section 4.1: Networking Strategies

As a well-known networker, what are your best tips?

I cherish in-person events! Meeting face-to-face provides a deeper understanding of others. One effective strategy is to wear something memorable, like a brightly colored outfit, to ensure people remember you. If you’re organizing an event, invite a diverse group of attendees to foster engaging discussions. Always approach networking with a sense of fun and without expectations; often, the best outcomes emerge when opportunity meets preparation.

Chapter 5: Generating Quality Leads

Lead generation is vital for any business. What strategies do you employ for effective lead generation?

I utilize events, webinars, social media, both paid and organic content, and word of mouth, which remains the most powerful lead generation method. Happy customers are often the best advocates.

Section 5.1: Five Essentials for a Successful PR Career

Based on your experience, what are the "5 Things You Need To Create A Highly Successful Career As A Public Relations Pro"?

A Journalism Degree: It simplifies the PR process significantly. Many complaints from journalists revolve around PR representatives lacking an understanding of exclusives and embargoes. A journalism background also aids in framing narratives that resonate with journalists.
An Active Twitter Presence: Engaging with journalists on Twitter helps you understand their interests and capitalize on timely trends. However, steer clear of "newsjacking"; it’s not about forcing your company into unrelated conversations.
Data Analysis Skills: Understanding data is crucial for effective storytelling and decision-making.
Grit and Awareness of Averages: Persistence and knowledge of averages can drive success in PR.
Maintain Your Own Media Relations: You are the expert in your company's messaging. Building direct relationships with journalists will yield better results than solely relying on a PR agency.

Section 5.2: Inspiring Change through Travel

If you could inspire a movement to benefit many, what would it be?

My work in travel stems from the belief that much of the world's challenges arise from a lack of proximity. As my friend, best-selling author Shaka Senghor, often states, when you spend time with others or immerse yourself in different places, it becomes challenging to view them as "other." Travel fosters empathy and understanding.

Thank you so much for sharing your insights today!

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